Driving Engagement and Viral Marketing Impact in Green: Part I – User-Generated Content

Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers.Not only can this drive greater brand impact but it can significantly increase reach to a receptive audience at little, if any, incremental cost.

Today, more and more marketers are trying to launch campaigns that have the twin goals of increasing consumer engagement and viral marketing impact.For many marketers, it often appears that achieving these goals is more a matter of art.Yet, platforms such as Brickfish are emerging that are rapidly turning such an approach into a science.

Brickfish is an online marketing platform that rewards participants for engaging with brands.The idea is quite simple: participants come to the Brickfish site and choose which campaign they would like to participate in.They have an opportunity not only to create content but to review and vote on existing content as well as to share with others through email and IM and across multitudes of social media sites.Behaviors are rewarded directly or through a chance to win prizes for “most popular” or “most viral” entries.

Several eco-friendly brands have launched campaigns using the Brickfish platform including Origins, North Face and Honest Foods.

What is interesting is the transparency by which Brickfish reports campaign results.While most agencies are beholden to their clients for their results that they generate, it is rare that such results are shared openly outside of corporate marketing circles.In the case of Brickfish, visitors can track total activities conducted on the site including user-generated content entries, reviews, votes and views.Moreover, visitors can rank content by user preference as well as viral reach.

Impressively, Brickfish provides users with a visualization of each viral campaign enabling marketers to understand how content is shared between users from one application to another.

Green marketers should consider such a platform.Not only is this a efficient way to engage consumers (clients pay on a cost-per-engagement basis), but the results provided by Brickfish are impressive, as the company claims that their “viral marketing approach…has proven to be 5 to 10 times more effective than traditional online marketing methods such as display ads or search optimization.”

Moreover, campaigns for green products should naturally align with this type of marketing as it empowers users to engage with and share brands that also represent a cause.As such, consumers’ association with a product is actually an expression of themselves in terms of what they believe and how they live their lives (or at least how they like to be perceived).As a result, green products are ripe for viral marketing campaigns.

Marketers seeking an edge should seek out new ways to reach and engage consumers.Brickfish provides a compelling approach for green marketers and the results to back it up.

15 Responses to Driving Engagement and Viral Marketing Impact in Green: Part I – User-Generated Content

Many of our modern-day companies have tapped into this growing segment of consumers, targeting them with environmentally friendly green products. Many of these companies really want to satisfy this consumer market, making their customers feel apart of the “green” group.

There are so many organizations today that have really embraced the green movement, offering individuals “green” electronics, cars, houses, and so on. It’s really great to see.

Converting Every Visitor into Subscriber If a person visits your website and leaves, chances are that he or she will not come back, especially if there are no compelling reasons to do so. After all, we all behave rather impulsively on the Internet, so much so that we can easily forget where we were 10 web pages ago. But the bottom line is that your visitor may not come back to your website again. If 1,000 visitors visit your website, leave and never come back again, you can imagine the amount of potential revenue lost, simply because they do not come back. You could have converted a fraction of the visitors into your customers. Some may say that creating unique content can keep some of the visitors coming back, but very often, unique content is not the solution. The real, long-term solution lies in converting your visitors into subscribers of your mailing list. Before your visitor leaves your website, you want to convert him or her into your subscriber via a simple opt-in to your mailing list. You do this by asking for your visitor’s name and email address through your opt-in form. And if your visitor signs up to be on your mailing list, you can still follow up with him via email. You can get your subscriber to consider your offer, or endorse another offer to him or her. All in all, you want to convert as many visitors into subscribers as possible and obtain the potential revenue you rightfully deserve – the easy, wise way.

I used to use email marketing. But lost touch with it and just have not gotten back into the habit of doing it.
I’ve been searching around for things to help with my website and how to market it well. I’ve done a whole bunch of ofline marketing and some online marketing. I’m now almost excited to go back into the email marketing.
so thank you.http://www.indoforex.net/index.php

Overview

Marketing Green’s mission is to provide professionals with practical strategic marketing advice on how to build green brands and motivate mass market adoption of more sustainable products. Please join the dialogue, email mkt_green at yahoo.com or Follow @dwigder

About the Blogger

David Wigder is VP, Strategy & Analytics at Visible Measures, a leader in social video marketing. Previously, he was Senior Director, Marketing Strategy, at Ogilvy and a senior member of the Ogilvy Earth team. He also served as VP, Business Development at RecycleBank, The Wall Street Journal's #1 ranked cleantech company. He started his career as an environmental engineer. This is his personal blog.